R. L. Polk & Co. Reports 25 Percent Increase in Internet Lead Conversion Rates with Lead Scoring

SOUTHFIELD, Mich., Feb. 8 /PRNewswire/ -- R. L. Polk & Co. reports significant response from the marketplace regarding its Polk Lead Scoring product announced in September 2007. Complementing initial activity from Dealer Groups and CRM Providers indicates Polk is experiencing considerable interest from individual dealers and third party Internet lead providers. This response confirms Polk's assertion that the Polk Lead Scoring product will add value across the Internet lead channel.

Polk Lead Scoring combines predictive modeling and analytic capabilities with Polk's rich automotive intelligence to impartially determine which Internet leads are likely to result in a vehicle sale. As a result of employing this solution, automotive retailers and manufacturers are able to efficiently prioritize their leads by determining who is likely to buy and when.

Using Polk Lead Scoring since the summer of 2007, David Metter, chief marketing officer for MileOne Automotive, has realized excellent improvement in the share of sales from Internet leads. The group ended the year with a 22 percent Internet share improvement for December, year over year. The increased Internet share of sales was attributed to the 25 percent increase in the group's Internet lead conversion rates. This success was achieved solely by implementing Polk Lead Scoring. MileOne did not add sales staff, purchase additional leads or dramatically modify processes.

"Polk Lead Scoring has given us a clear advantage in the marketplace by enabling our sales force to focus on the serious customers currently in market for a new vehicle," Metter said. "With the Polk Score, we address the marketing treatment appropriate to each lead, focusing our sales efforts on the customers ready to buy now."

The success of Polk Lead Scoring extends beyond dealer groups and dealers. Autobase, Inc., a leading marketing and sales CRM provider for car dealers nationwide, recently announced the integration of Polk's Lead Scoring with its Autobase Internet Lead Management tool.

"It is all about providing value to the dealer, the top priority for Autobase and Polk, " said Mike Spadafore, director of product strategy for R. L. Polk & Co. "Polk has packaged its lead scoring offering so that companies that want to help the dealer convert leads effectively, including OEMs, retail CRM software providers and third party lead providers, can integrate lead scoring into their processes and offerings. It's a simple and direct solution that will enable dealers to convert more leads and sell more cars."

About R. L. Polk & Co.

R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Canada, China, France, Germany, Japan, Spain, the United Kingdom and the United States.

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